Will NVO Continue to Lead the Global Insulin Market in 2018?

Novo Nordisk (NVO) has adopted a market-fit strategy, offering insulin products that are suitable for the different demands of patients in different geographies. The company considers affordability to be the key commercial aspect of its human insulin portfolio, which mainly caters to diabetes patients with lower purchasing power. Novo Nordisk believes that high familiarity owing to long-term presence in the market is a major competitive advantage for its modern insulin portfolio.